The short version

Myles Younger predicted on June 15, 2022: “CTV is going to look a lot more like programmatic display than anyone in TV is ready for — fragmented inventory, walled-garden measurement, and identity wars.” Verdict: Called it. Validated by 2024: Netflix/Amazon/Disney all running auction-based ad stacks, identity fragmentation forced cross-measurement deals, and CTV upfronts shifted to programmatic guarantees.

Prediction by

Myles Younger

On June 15, 2022

“CTV is going to look a lot more like programmatic display than anyone in TV is ready for — fragmented inventory, walled-garden measurement, and identity wars.”

Follow-up

Validated by 2024: Netflix/Amazon/Disney all running auction-based ad stacks, identity fragmentation forced cross-measurement deals, and CTV upfronts shifted to programmatic guarantees.

From the High Caliber AI network — see the AI for PR module in the course.